The Types of Conversion Actions
The key criteria for defining conversion actions is that they be measurable and have a clear value. (See Chapter 14, “Developing Your Action Plan,” for details on how to calculate and estimate this value.)
Here are some examples of conversion actions along with their measurement and efficiency metrics:
Advertising This is usually the main conversion action of media and publishing sites such as ESPN.com or LAtimes.com. It involves the strategic placement of various advertisements on the website, such as banners, text ads, rich media ads (like peel-backs and video ads), and sponsored links within content.
Measuring advertising effectiveness usually involves a weighted mix and a variety of optimization criteria, ...